LéaProject manager

ManonCreative director

ManuellaStrategic planner

RosalieProducer

The team

The helps you

Cultivate your imagination to create the ideal campaign

Our agency

Our approach

1 2 3

First contact

Your brief

The background

Consumer insight

Development of a strategy

What we want to achieve

Our target

Our challenge

Production phase

Our idea

The tone

Why it is convincing

A multidimensional campaign

Let’s get started!

Roadmap

KPIs

Ethical aspects

Conclusions

4

Our approach

Your brief

1

Main objectivesInspire a movement of people to welcome refugees in their communities, by driving them to visit and join the I Welcome Community website. Infuse a positive change and people power by shifting the tone of the debate about refugees.

The challengeElaborate an effective campaign that drives people to engage with refugees and make them feel welcome in Europe.

Your brief

The background

1

1,4 millionpeople arrived to

Europe from the sea since 2015

60 millionpeople in the world displaced from their

homes because of war, conflict or persecution

22.3 millionof refugees worldwide

as of August 2017

Only 30countries run some kind of refugee resettlement

programme

The background

People see the crisis on televisionThey see it in the newspapersThey know it exists

The background

They just don’t know how to help themThey don’t know where to startThey wish European governments would do more

55%of people say they believe that governments should “try to include refugees in

the national workforce”

73%of Europeans would like for the EU to intervene more for the issue of

migration

72.6%of people aged 18-35

would welcome refugees into their

countries

27.3%of people aged 18-35 say they would even take refugees into

their own homes

The background

They don’t know

where to start

They think the issue is

too important

They are not

sensitive to the cause

Life keeps them busy

Then why don’t they get involved?

They feel powerless

Shocking depictions of the most needy in the NGO campaigns

An impression that no progress has been made, that the issues are too important to be solved

Triggers a general feeling of powerlessness

A lack of engagement from people

2

34

1

The usual reaction about NGO campaigns

They are aware of the problem.They wish for a solution to be found.

They just don’t realise that THEY could be the solution.

They need to see that there is HOPE.

Bring back hope!

Consumer insight

1

I would like to see how my involvement with refugees could genuinely make things change.“ ”

What we want to achieve

2

Get people involved

Make young Europeans realise that they have a role to play

Make them visit the I Welcome community website

Make them think “I want to be a part of this beautiful community”

Our target

2

Secondary target 18-23 year-olds30-34 year-olds

WHO?

Life beginners24-29 year-olds

The digital generation

WHY?

They understand the refugee crisis but they don’t know

how to act

72.6%of people aged 18-35 would welcome

refugees into their countries

WHAT DO THEY WANT?

They want to do

Something good and useful

27.3%of people aged 18-35 say they would even

take refugees into their own homes

WHAT DO THEY NEED?

Participate in creating a world

where everyone can enjoy

their human rights

Our challenge

2

Sometimes it can feel overwhelming when you think about how much suffering there is in the world, but we need to show that we can all do something to help, it doesn't need to be intimidating and time-consuming.

Bring back hope so that people feel like they have a role to play

in the I Welcome Community

An NGO campaign is still a piece of marketing. And every piece of marketing has a hero!

Put the potential future member of the I Welcome community at the center of the campaign

Make them feel like they really have a role to play

Our strategy

Show that getting involved to help the refugees is not that intimidating and time-consuming

Make it seem accessible

Trigger a sense of hope

Our strategy

Our idea

3

It could be you!

It could be you!The one needing help. But also the helper!

Show them the small initiatives made by ordinary people

Engage them by showing that it really could be them

Encourage them to take part in the community: It could be you! If so, what would you do?

https://docs.google.com/file/d/1DGDUzUPHHaDa-F7kzG-XC4_GkOwXS7Le/preview

The tone of the campaign

Netflix. Why not?

3

117 million subscribers 54 million from the USA

63 million from the other countries27 million from Europe

140 million Hours of viewing per day

1 billion Hours of viewing per week

Some key figures

Where does our target go to watch videos?

NETFLIX!

48% of the subscribers are aged 15-34

You already value Netflix’s content!

A multidimensional campaign

3

1. An inspiring video, in the form of a trailer

2. Massively broadcast on the social media

#ItCouldBeYou If so, what would you do?

#ItCouldBeYou If so, what would you do?

#ItCouldBeYou If so, what would you do?Netflix welcomes Amnesty International on June 20

#ItCouldBeYou If so, what would you do?Netflix welcomes Amnesty International on June 20

3. The campaign gets viral on social media thanks to the influencers

Digital influencers

Digital influencers

Ilana Glazer"The core value of our country is intended to be that every man is created equal — I like to think that every human is created equal — but I think that really includes immigrants and people of all socioeconomic classes in our country

Jaz O’Hara

Jaz quit her job working in the fashion industry so that she could go and volunteer full-time in the Calais refugee camp. After returning from her experience she wrote a status on her personal Facebook page, which went viral overnight, having been shared over 65,000 times.

Digital influencers

Jérôme Jarre raised €2 million#LoveArmy

HugoDécrypteA political youtuber used to tackling current issues

Alfie Deyes “Raising as much awareness for a great project as possible! Get your butt involved”#ChooseLove

4. The campaign gets very visible because featured on Netflix

5. Regular reminders with particular events

65 K

Visitors from all around the world

250 K Fans on social

media

Over 1M #parisphoto

Paris Photo

125 K

Visitors from all around the world

30%

Of expected increase with the opening of the Luma foundation

Les Rencontres de la Photographie d’Arles

Roadmap

4

Netflix partnership announcement

May 20

Digital marketing (social media)

Digital influencersget involved

Traffic increase to the I Welcome website

People share their own experiences on their social media

Photography exhibitionsJuly 2 - September 23

November 8 - 11

Press releaseJune 1

Launch of the video on social media and Netflix

June 20 - World Refugee day

KPIs

4

Increase Amnesty International’s website traffic: about + 50% in 4 weeks

Obtain an increase of at least 30% of Amnesty’s I Welcome website traffic

Improve the engagement rate to join the I Welcome Community: + about 20% in 4 weeks

Change our target’s vision of refugees: 40% go from an anxiety-inducing vision to a

feeling of hope after 2 months of exposure to the campaign

Trend on Twitter

for 24 hours

2.5 million visits to the I Welcome website coming directly from Netflix

Ethical aspects

4

Ethical aspects

No advertisers

Seems impossible to impose advertising content to the subscribers

The only autoplay videos are trailers for their own productions

Our solution:It Could Be You video is the 1st trailer of a series, encouraging people to watch documentaries about refugees, already existing on Netflix.

⇒ Netflix’s contents appear as more valuable and of better quality

⇒ The trailer invites people to visit the I Welcome website → non-profit advertising

⇒ You can skip the ad right away…… But we trust people’s curiosity and expect them to watch the full video

Our conclusions

4

Life beginners

It could be you.The refugee. But also the helper.If so, what would you do?

An inspiring videoA digital campaignViral thanks to the influencersVisible through NetflixLong-lasting via regular events

Make people hopefulMake them clickGet them involved!

WHO?

WHAT?

HOW?

WHAT FOR?

Thank you for your attention!

Our sources

Amnesty International websiteI Welcome campaign websiteEuropean Commission European Parliament World Economic Forum IpsosHudson, DavidStatistaPew Research Center

Secondary sources

Primary sources

Reynié Dominique. Où va la démocratie ?The New York TimesAmnesty International UK BlogsBBC NewsMake it digital (blog)

Primary sources

« About Amnesty ». Amnesty International UK. https://www.amnesty.org.uk/issues/about-amnesty.

« Défendons les droits humains ». Amnesty International France. https://www.amnesty.fr/.

« I Welcome Campaign ». Amnesty International. https://www.amnesty.org/en/get-involved/i-welcome/.

« Réfugiés, demandeurs d’asile et migrants ». Amnesty International. https://www.amnesty.org/fr/what-we-do/refugees-asylum-seekers-and-migrants/.

European Commission, and Eurostat. « Database on Youth », 2017. http://ec.europa.eu/eurostat/web/youth/data/database.

European Parliament. « Two Years until the 2019 European Elections », April 2017. http://www.europarl.europa.eu/atyourservice/en/20170426PVL00115.

« World Economic Forum. Global Shapers Community. Annual Survey 2017. » http://www.shaperssurvey2017.org/static/data/WEF_GSC_Annual_Survey_2017.pdf.

Ipsos. « Où va la démocratie ? – What next for democracy? (2017) – Data.fondapol.org », mars 2017. http://data.fondapol.org/democratie/ou-va-la-democratie/.

Hudson, David and Jennifer vanHeerde-Hudson, Niheer Dasandi, N. Susan Gaines. “Emotional Pathways to Engagement with Global Poverty: An Experimental Analysis”. April 24, 2016. ». https://ncgg-new.princeton.edu/sites/ncgg/files/hudson_representationsemotionsdevelopment.pdf.

Secondary sourcesCOLLECTIF, and Dominique REYNIÉ. Où va la démocratie ? Paris: Plon, 2017.

Duhigg, Charles. « Why Don’t You Donate for Syrian Refugees? Blame Bad Marketing - The New York Times », June 14 2017. https://www.nytimes.com/2017/06/14/business/media/marketing-charity-water-syria.html.

Miglietti, Charles. « Big Data: la success story de Netflix ». FrenchWeb.fr (blog), May 10 2016. https://www.frenchweb.fr/big-data-la-success-story-de-netflix/241601.

Pateman, Francesca. « Our top picks on Netflix right now ». Amnesty International UK - Blogs, April 5 2017. https://www.amnesty.org.uk/blogs/ether/what-watch-netflix-right-now.

« EU Migration: Crisis in Seven Charts ». BBC News, March 4 2016, sect. Europe. http://www.bbc.com/news/world-europe-34131911.

Guest bloggers. « Seven must-see human rights documentaries on Netflix ». Amnesty International UK - Blogs, August 13 2015. https://www.amnesty.org.uk/blogs/ether/seven-must-see-human-rights-films-netflix-documentary-film.

UnderDigitalGround. « Big Data, le secret de Netflix ». Make it digital (blog), April 19 2017. http://marketing-digital.audencia.com/netflix-ou-la-victoire-du-big-data/.

Primary sourcesStatista. « Statistics & Facts on Netflix ». http://www.statista.com.https://www.statista.com/topics/842/netflix/.

Pew Research Center. « European opinions of the refugee crisis in 5 charts ». Consulté le 15 mars 2018. http://www.pewresearch.org/fact-tank/2016/09/16/european-opinions-of-the-refugee-crisis-in-5-charts/.